Food Tourism and Social Media: Leveraging Instagram for Effective Destination Marketing in Malaysia
DOI:
https://doi.org/10.24191/ji.v21i2.11311Keywords:
food tourism, local food heritage, social media, destination marketing, digital tourismAbstract
The convergence of food tourism and social media platforms has fundamentally transformed destination marketing strategies, with Instagram emerging as a critical tool for promoting culinary heritage and gastronomic experiences. This study explores the relationships between food tourism of local food heritage and Instagram social media platforms to understand how local food heritage enhances destination marketing effectiveness, specifically examining Tourism Malaysia's digital marketing strategies. A qualitative approach was employed, utilizing content analysis of Tourism Malaysia's official Instagram account. Data collection focused on food tourism related posts from January 2024 to December 2024, examining visual content. Content analysis was conducted to identify recurring patterns in destination marketing approaches. The findings reveal significant reliance on Instagram for food tourism information dissemination, with the platform serving as the primary medium for destination marketing strategies and trend identification. Content analysis shows that while food consumption remains central to promotional experiences, emphasis is placed on preserving local heritage and traditions through culinary representation. The study identifies cultural representation, and heritage preservation through digital storytelling. This research contributes to advanced understanding of food tourism and social media relationships by demonstrating how Instagram leverages gastronomic experiences for effective destination promotion. The findings offer practical insights for destination marketing organizations seeking to enhance competitiveness through cultural food tourism destination marketing.
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Copyright (c) 2026 Siti Nor Fadillah Ahmad Shariff, Mohd Hairi Jalis, Massyittah Omar, Hawaliana Selamat
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